Many times I hear this question when a publisher calls to try to understand
why his or her title has gotten onto the shelves of a certain market
(bookstore, gift shop, major chain) but isn’t selling. When asked what type
of action plan they had in place before getting it into these retail outlets,
I often find out that nothing has been done to further the sales.
And then, every once in a while, a completely thought-out plan comes to my
attention and restores my belief that there are people who plan. Such is the
case with a Marketing Strategy developed by Susan Osborn, Ph.D., M.S.W., of
LifeThread Publications (Newark, CA) for her title, The System Made Me Do It!
A Life Changing Approach to Office Politics.
The following, in my opinion, is what should be completed by everyone before
a title is published, and I recommend you clip and save this as a model.
Marketing Strategy for
The System Made Me Do It!
What is this book selling?
What does this book offer?
- insights
- new information
- challenges
- guidance
- to sharpen who you are
- to move in a positive direction
- to act in your own best interest
- to travel the upward path
- to lead an inspired life
What is the competitive advantage of this book?
- The subject of office politics is not covered as a system elsewhere.
- The book has a different angle from other books about the workplace.
- Office politics is a hot topic (i.e., the popularity of the comic strip, Dilbert, and the online website, Disgruntled).
- The author has experience and a reputation that guarantees an audience.
- The book will enhance the lives of readers.
- The book is easy to read and use.
- The ideas presented break the mold of current practice.
- Who are the early adapters?
- Faculty, students, and staff in academic programs, e.g.:California Institute of Integral Studies
The Center for the 21st Century, University of North Texas
Certified Advanced Technology Manager Program, Pratt & Whitney, Montreal
College of Notre Dame, Master of Science in Systems Management Program
Concordia University, Dept. of Applied Social Sciences, Montreal
The Fielding Institute, Human and Organizational Development Program
Univ. of Groningen, The Netherlands, Management and Organization Program
Members of professional organizations/associations, such as:
Academy of Management
American Association for the Advancement of Science
American Society for Training and Development
Association of Humanistic Psychology
California Health Information Association
Career Action Center
Center for Creative Leadership
Communities of the Future
Growth and Leadership Center
Foundation for Ethics and Meaning
The Humanist Community
Institute of Noetic Sciences
International Forum on Globalization
Leadership California
The Learning Community
The Learning Organization Network
National Association of Women Business Owners
National Organization for Women
National Society for Performance Improvement
Options for Women Over Forty
Organization Development Network
The Sierra Club
Society for Technical Communication
Software Industry Coalition
Western Academy of Management
World Business Academy
Women’s Business Network
Women in Technology International
- Who else will buy this book?
- Business leaders
Career counselors
Change agents
Co-housing advocates
Communication coaches
Community organizers
Conflict resolution facilitators
Dissatisfied employees
Educators and trainers
Entrepreneurs
Environmentalists
Feminists
Freelancers and temps
Frustrated parents
Futurists
Human resources professionals
Innovators
Managers
Marketing representatives
Marriage, family and child counselors
Mediators
Misfits
New age enthusiasts
Organizational designers
Organizational consultants
Psychologists
Recruiters
Sales representatives
Self-employed individuals
Self-help advocates
Social activists
Social scientists
Social workers
Strategic planners
Systems thinkers
Therapists
Victims of corporate downsizing
Weary game players
- Where will people buy this book?
- Bookstores
Public seminars and speaking engagements
Specialty distribution
Direct mail
- How will buyers know about this book?
- Sample copies sent to directories, reviewers, libraries, academicians, endorsers, supporters, distributors, wholesalers, book clubs
Book reviews
News releases
Coop promotions (PMA, SPAN, MSPA, etc.)
Feature articles in newspapers
Flyers mailed to professional organizations, corporations, key individuals
PR packet and review copies to TV and radio stations
Radio talk shows
TV interviews
PR packet and review copies to bookstores
Bookstore signings
Seminars and speaking engagements
Mail order catalogs
Direct mail promotions
Internet (home page on web, e-mail, and listings in online catalogs)
Book fairs
Marketing campaign by New Leaders Press, publisher of Elegant Solutions: The
Power of Systems Thinking (1998 release in which Dr. Osborn is a contributor)
- About this book:
- This unique guide is the result of the author’s extensive experience in human
and organizational systems. It provides a thorough overview plus solid,
timely recommendations. Valuable tips on how to deal with corporate politics
are included, along with suggestions for transforming unhealthy workplaces
and creating vibrant, dynamic organizations. This book is written in a light,
easy-to-understand style. It offers information not available elsewhere.
- About the author:
- Susan M. Osborn, Ph.D., M.S.W., has a background that includes 25 years as a
business and management consultant. She has also worked as an individual,
group, and family therapist; caseworker; parole agent; court supervisor;
director of prisoner rehabilitation; editor; researcher; technical writer;
professional organizer; career counselor; corporate trainer; performance
management specialist; organizational development project manager; manager of
compensation and benefits; manager of human resource development; and small
business owner.
She has taught at 20 different colleges and universities. After earning her
doctorate in human and organizational systems, she served as the director of
a master’s degree program in systems management.
She is the senior author of Assertive Training for Women (1975) published by
C.C. Thomas. This book was sold in bookstores throughout the US and is part
of the permanent collection of many libraries, including a library in Tel
Aviv. It was translated into Dutch in 1977. Still in print, it is regarded as
the primary guidebook for leading assertion training groups.
This is a compact outline which identifies the potential markets, gives a
synopsis of the book and author, and contains a step-by-step way to move this
title. Notice that this book is not identified as being “for everyone.” The
plan focuses in on those who fall within certain parameters. Now the book may
jump outside those parameters as it grows in popularity (and I’m sure that
the publisher hopes this to be the case), but the approach is realistic and
homework has been done as to the title’s initial saleability. Long term sales
have also been built in.
Try it for your title. It may help you in ways you can’t imagine!
| This article is from thePMA Newsletterfor April, 1997, and is reprinted with permission of Publishers Marketing Association. |
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